Work
Jahez – Branding, Marketing & Game Design For Saudi #1 Delivery App
The Client
Jahez is Saudi Arabia’s first homegrown food delivery app, a leader in this booming industry witnessing year on year double digits growth and now gone IPO. The brand’s strength lies in its forward-looking and intuitive app, accurate order tracking technology, and responsive customer service which contributes to reducing the 1.3 billion tons of annual food waste globally.
Our collaboration with Jahez lead us to handle their full identity revamp and tech breakthroughs.
The Branding Intervention
We started with an in-depth research, diving into Jahez’ customer database, but also studying main competitors, global patterns and industry success stories. The valuable insights and collected data were the base upon which we developed the brand, marketing and digital strategies, and the building blocks for a strong, relatable and responsive brand that would become its target audience’s go-to app at every meal.
This was followed by a full brand identity and guidelines revamp. We developed a modern and future-proof logo with a graphic element, a yellow dot representing the brand’s core promise: customer centricity. The colors selected gave the brand a fresh and vibrant new look.
The revamped identity was then rolled-out on all collaterals, including delivery boxes, bags, drivers’ uniforms and hats, POS material, car and motorcycle branding amongst others. We then worked on creating their marketing calendar to include a series of activations and events, for which we then developed the branding, including booths, banners and stadium hoardings.
The Tech Intervention
Jahez focuses on shortest time of delivery thus reducing the risk of food waste due to customer dissatisfaction. So our solution highlighted the time factor to the customers and put Jahez under the pressure of delivering the fastest possible. And so we went on creating Jahez’ very own game portraying the delivery being on its way in real time. This creative and bold approach was steering away from a short-lived advergame and banking on one that would add to the brand’s unique identity.
All the ingredients to make it addictive were there, thus incentivizing daily usage. Moreover, we designed and developed the Jahez game with a local mindset, putting the Saudi culture front and center by choosing a local hero, characters, tone of voice and street names. Most importantly, we developed features that allow to cross-sell between delivery orders, game play and customer rewards. The latter was achieved by creating a digital currency which links the points collected while playing to the wallet inside the app. These points can be used to buy new features in the game, accessorize their characters or even buy new characters. At the same time, these points can be used to get discounts on delivery orders, groceries and other perks. As a cherry on top, restaurants and retailers inside the app were given the opportunity to cross promote their offers using said features by offering free coins as part of the game for instance.
The Result
Our ongoing collaboration with Jahez is one we are proud of. We succeeded in repositioning the brand, making it top of mind any time of day. Together we worked on Jahez’s brand architecture that will soon see the launch of sub-brands, allowing the company to diversify and scale up.
